BrandGenes

We grow businesses with authentic brand storytelling. See our work with @adidas, @unicef, @wellsfargo, @omni, @bostonbeer, and more.

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The Formula has infinite depth in its efficacy and application.

Rule 1 : You can only get smarter by playing a smarter opponent.

Rule 2 : The more sophisticated the game - the more sophisticated the opponent. If the opponent is very good, he will place his victim inside an environment he can control.

The bigger the trick and older the trick - the easier it is to pull. Based on two principles : They think it can't be that old, or they think it can't be that big for so many people to have fallen for it.

Rule 3 : You will always find a good opponent in the very last place you would ever look.

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Guy Ritchie and David Beckham for Haig Club.

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Guy Ritchie's Nike football commercial.

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Werner Herzog's "The Fire Within."

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Michael Mann's Nike football commercial.

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David Fincher's Nike football commercials.

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"I will cut adrift — I will sit on pavements and drink coffee — I will dream; I will take my mind out of its iron cage and let it swim — this fine October."

– Virginia Woolf

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When we're watching a movie or reading a book, this ability to relate allows us to put ourselves in the shoes of characters and feel the emotions they're feeling.

But when it comes to marketing, it's a super power.

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2. A STORY IS FOREVER

Some of the most popular books and movies of today are based on stories that have been around for thousands of years.

There's a reason Native American tribes have used stories as a way to pass down their history and culture to their children.

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Comment "Story" or DM us for a free brand analysis and creative campaign.

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How it feels when that last bit of hot summer air floods in for a nice afternoon before fall fully takes over.

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The glittering eyes of the leopard in Stanley Kubrick's 2001 were a model for the glowing replicant eyes in Ridley Scott's Blade Runner.

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The "Stargate" sequence in 2001: A Space Odyssey uses a slit-scan technique developed by Douglas Trumbull.

A Kubrick camera dolly-in to a narrow slit while colored gel patterns move behind the slit to create the illusion of traveling through a time-space continuum.

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Kubrick theorized that a machine capable of learning would inevitably develop human emotions like pride, fear, and jealousy.

2001: A Space Odyssey (1968) shows HAL's fear of being disconnected, which the AI perceives as death, as a primary motivation for its murderous actions.

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Ideas are like fish. If you want to catch little fish, you can stay in the shallow water. But if you want to catch the big fish, you’ve got to go deeper. Down deep, the fish are more powerful and more pure. They’re huge and abstract. And they’re very beautiful.

-David Lynch

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When Apple launched the iPod, Jobs didn't focus on the market leading features: the 5 GB storage, 2-inch monochrome display, and intuitive UI.

He boiled the pitch into its simplest form, capturing the benefit in a few words or as he put it, "A thousand songs in your pocket."

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Okay times up.

The answer we were looking for is, simplicity.

Every product they release, and all their marketing revolves around this core tenet, and it makes their brand experience feel different from everything else.

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"We are like the spider, weaving our life and then moving along in it; we are like the dreamer who dreams and then lives in the dream."